Even though people are using their mobile phones or their TVs for the different streaming services, the industry has had problems keeping tabs on the behavior.
However, measurement firm comScore is working to change that. It has plans to use a new measurement that will track video audiences on various streaming devices like mobile and computers. Initially, comScore could only track digital video audiences on their laptops and desktops.
With comScore’s new metric, it will give advertisers and TV networks information they need to determine the actual numbers of who is watching shows, movies, etc. According to the firm’s research, the number of people watching using other technology could increase total digital viewership by up to 30 percent.
comScore’s Chief Executive Serge Matta said the firm wants to ensure video audiences are correctly counted through every single platform.
This initiative is one part of comScore’s plan to bring new measurements that take into consideration the varying viewing habits.
The task of gauging how people watch television these days was one of the topics for discussion at the Television Critics Association winter press tour that took place in Pasadena, Calif.
NBCUniversal President of Research Alan Wurtzel said the idea that television audiences were breaking down was just not accurate.
He noted to research that showed there was a 17 percent increase in people watching NBC’s drama “The Blacklist” during the seven-day time period after the show aired on digital viewing – mobile and streaming included.
Wurtzel said people often ask where did viewers go. But, the answer is simple: they didn’t go anywhere; they’re just changed how they consume the content.
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